Newport e-commerce venture set up by two Newport graduates is looking to exploit the lucrative US market as it launches office in Miami

E--commerce firm TheGenieLab, whose chairman is veteran entrepreneur Alf Gooding, has been boosted with an investment from leading business executive Fredy Dellis who takes up the role as the firm's CEO

An e-commerce solutions venture, backed by veteran entrepreneur Alf Gooding, has opened its first office in the US as part of its ambitious strategy to break through the £5m turnover mark in three years’ time.

Newport-based PHP Genie, which is being re-branded TheGenieLab, has also been boosted with confirmation that former international president of Hertz and Burger King, Fredy Dellis, has taken an equity stake in the business in a move seeing him taking up the role as the company’s new chief executive.

For the current financial year the business is forecasting to achieve revenues of £600,000. With investment in its Miami office the business is looking to make immediate inroads into the lucrative US marketplace.

TheGenieLab is also looking to open other international offices and is currently considering establishing one in Spain.

The business was founded in 2011 by University of South Wales graduates Andrew Cargill and Daniel Lewis, who have been supported by its chairman and investor Mr Gooding. The chairman has brought in Mr Dellis, who is also a former chief executive of Europcar, into the business.

TheGenieLab specialises in the design and development of e-commerce shops and building API (application programmer interface) integrations that allow clients to link together software systems to speed up their processes, introduce automation and help them develop their businesses.

The ultimate aim is to provide 24-hour development services. With a team of 10 in Newport it already has a global client base ranging from start-ups to established multi-nationals. Clients include the Welsh Government, International Baccalaureate, Brightpearl, The National Union of Students, Trustev and Geysir.

The founders first met while studying animation and graphics at Newport.

On its expansion into the US, Mr Lewis said: “It’s a major market with real potential for our business which is why we’re opening a new base there.

“We’ve always been inspired by the technology start-up dream and it is incredibly exciting that the company’s journey continues.

“We have a great team and great clients, and we’re proud to continue representing Wales as we expand into the North American e-commerce market.”

Mr Dellis said: “It is an exciting challenge to lead the international expansion of this young and successful Welsh tech company and bring my experience to the two co-founders and the team to help drive the business on to the next level.”

Chief technical officer and director Mr Cargill has moved to Miami to launch the office, which is in the heart of Miami’s Wynwood district, in an incubator called The Lab.

Two local team members have already been hired taking the US team to four.

Mr Gooding said: “We have expanded the business in a very sensible way in the UK and this year [calendar] we are forecasting a turnover of around £600,000.

“We should be able to drive that to £2m in three years’ time.

“However, the US market is much bigger and with the quality and management expertise that Fredy now brings to the business, we should be able to generate revenues of £3m in the US alone, so taking overall turn-over to £5m.

“I am absolutely delighted that Fredy had joined what is a high growth potential business. We are also looking at opening a network of global offices, including one in Spain.”

The opening of the Miami office follows a Welsh Government trade mission to San Francisco in March this year which enabled the company to research the market and explore opportunities.

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